Boulder “Heartbeat” Series Vaping Pods Released: What’s Behind the Blind Box Strategy?

Everything can be blindly turned into a box, and now it is the turn of atomizers.

On April 16, Platinum officially announced the new "Heartbeat" series of atomizers. This series of atomizers is suitable for the Amber series consoles, one of the main players in Platinum's bomb replacement product line. However, what is different from before is that Platinum has made an upgrade in its purchasing experience and introduced blind box gameplay-users can only Only after opening the package will you know what flavor you bought this time.

It is worth mentioning that Platinum finally had a "showdown" this time and finally remembered the account password of his "oil factory" character: the taste of the "Heartbeat" series of atomizers is not simply the taste of the 27-bell amber that had been previously available. Put it into a unified packaging for "blind box", butA series of new flavors have been launched specifically for this series. Among the first announced flavors, we have seen the following options:

Sweet Olive Oolong

Lemon Peach

Caramel Pudding

Apple Grape

Yogurt Forest Yogurt

Litchi

Honey Grapefruit

Mango Mango

Red wine ice Cabernet Sauvignon

White peach soda Tonic Peach

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It is not difficult to find from the first batch of flavors announced in the "Heartbeat" series that Platinum has demonstrated its due strength as a brand with a complete supply chain, including many of which are more complex. It should be noted that although ceramic cores have the advantage of fine atomization, they are extremely challenging in restoring composite flavors. This shows the accumulation of Platinum, which has independent research and development strength, in matching oil cores.

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Platinum is indeed not the first brand on the market to play blind box play, but it may be the first brand to play to the point.

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We have analyzed before that the gameplay of blind box atomizers is indeed innovative, but in fact, not only is there a lot of room for upgrading the consumer experience at the terminal level, but for brands, it should not just be as simple as promoting sales. Promoting product iteration is the core.# p#pagination title #e#

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Therefore, in comparison, the "blind boxes" of most brands are actually more like the "boring bags" in the trend field-a bunch of products are stuffed into a unified outer packaging, and whether the value of the purchase depends on user preferences. But this is not the case with a real blind box,The core driving blind box enthusiasts to constantly cut off their hands lies in the "collecting habit"-collecting all blind boxes belonging to one theme to enhance users 'sense of gain and accomplishment.

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This time, Platinum's "Heartbeat" series put more effort into the follow-up experience. After purchasing a blind box of platinum food rations, users can scratch the product packaging Captcha and log in to the platinum member system to scan the QR code and enter the event page for the lucky draw.

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Each time you purchase a blind box product, you will receive a lucky draw opportunity and a lucky card. If you collect 5 lucky cards, you will be able to synthesize the privilege of "Platinum Product Experience Officer"; and in terms of lucky draw, each level of awards will receive 1 Lucky card At the same time, you will also have the opportunity to receive 1 year of "Platinum Product Experience Officer" privilege, Platinum Amber Set, Platinum Ration Blind Box, and 50 member points.

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It can be seen that Platinum first solved the core essence of blind boxes I mentioned above-satisfying the desire to collect. Next, the key point comes. What is the use of this "Platinum Product Experience Officer" privilege?

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According to Platinum, the "Platinum Product Experience Officer" originated from the "Platinum Pioneer Program".# p#pagination title #e#As long as users become Platinum's "product experience officers", they will enjoy the privilege of receiving all new flavors for free in advance before going public in the next year; in addition, Platinum has also strengthened communication with the experience officers, and any opinions and suggestions or expectations for new flavors can be directly connected with Platinum.

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In short, Platinum hopes to open up the C2M channel and allow end users to truly participate in product development.

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You should know that the reason why bomb replacement products are more efficient in transforming smokers is that on the one hand, it has a convenient use experience, and on the other hand, it is to adapt the oil core in advance to modulate the most matching cigarette oil for the heating body data., to meet the preferences of the largest number of users.

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However, factors such as "hundreds of users", differences between north and south, length of smoking age, eating habits and other factors will influence users 'evaluation of a product. Especially as the atomized cigarette market gradually matures, a large number of popular flavors in the early years are facing changes. For example, many old smokers such as mung bean have their first taste of atomized cigarette, which has recently shown a significant downward trend in various brands.

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In other words, whether it is to differentiate in the market or update old products, it is no longer something that can be done solely by relying solely on the experience of oil regulators. The aerosolized cigarette market is bound to find out the same small step fast and iterative upgrade mechanism that Xiaomi used to build MIUI.

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In fact, this set of logic was first developed by Platt, who has a Chinese-funded background and made a fortune in the United States. We were even a little surprised at the beginning. However, looking at the trend of Platinum in the past six months, it is reasonable that it has gone from being labeled as a "technology house" by the outside world at the beginning to entering the fast lane in recent months, whether it is product updates or channel expansion.

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To go beyond the point, many brands have previously stated that they have established user public testing links. I wonder if they have implemented them?